Lionel Messi, and 'Royals' Come Together for New Samsung Spot

Leo Burnett Chicago Launches 'Design Your Life'

Published on Oct 09, 2013

Editor's Pick

Current hot tune, the haunting "Royals" by Kiwi singer-songwriter Lorde, forms the soundtrack for this Samsung Galaxy Note 3 and Galaxy Gear commercial out of Leo Burnett. Directed by Adam Hashemi, the spot is set in a desolate urban landscape, where a mysterious developer appears. As children watch him from the shadows, he uses his Samsung devices to spearhead a secret project. (Also watch out for the name "G. Seese," which appears on the watch's screen -- it's a nod to the former W+K creative Guy Seese, who was also CD on this particular campaign). The kids do a beautiful rendition of "Royals" creating a musical, "Newsies" feel -- with the lyrics matching up quite appropriately with their reality of having "never seen in a diamond in the flesh." At the end, all is revealed. Designer Paco Delgado, who worked on "Les Miserables," created the costumes.